What are you asking?
One of the best pieces of advice I can offer when creating copy is to always include an offer, otherwise known as a call to action.
What do you want your customers to do? Dont assume theyll come to your website or storefront just because youve told them youre there. Results driven advertising, marketing and promotions take more planning and effort than an If I build it they will come approach.
Give your prospects and customers a reason to support your business. Invite them in to your storefront, request they visit your website and be sure to ask them to take action by giving them a compelling reason to do so.
What are you asking your clients and prospects to do?
How often do you see a billboard, print ad or webpage that makes you scratch your head and wonder what was that all about? Think about radio and television ads for a moment. Do you ever wonder why advertisers invest in the so called clever and catchy campaigns with no clear message?
Advertisements designed to build top of the mind awareness without any clear call to action are called institutional ads. Im not saying they dont have their place. If you have an unlimited budget this can be effective. Im simply making a case for the use of direct response tactics in all of your marketing efforts. Direct response ads get better results. They promote action. Isnt that what marketing is really all about?
Take a moment to consider the types of marketing or advertisements you personally respond to. If you see an ad on television that is unclear do you immediately gravitate toward the brand being featured? Probably not. On the other hand if you see an ad with a specific offer, perhaps a solution to a problem youve been experiencing or an item that fills a need you have right now youre more likely to take action.
Heres an example: If youre reading this article in Manyons Musings, at some point you decided to subscribe to my ezine. You were probably intrigued by the offer to deliver savvy marketing insights directly to your inbox at no cost to you. Undoubtedly you wanted to learn more about copywriting and marketing. I trust Im delivering satisfactorily or you would have unsubscribed by now.
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